Abstracts & Selected Papers eBook IRFGT 2015

(1)

IRFGT 2015

Abstracts & Selected Papers

eBook

4 th International Research Forum on Guided Tours

(2)

Editors

Miguel Brito Margarida Soares

Publisher

Escola Superior de Hotelaria e Turismo do Estoril

ESHTE – Estoril Higher Institute for Tourism and Hotel Studies

Av. Condes de Barcelona, n.º 808 2769-510 Estoril, Portugal

www.eshte.pt

Cover Foto

Copyright by Escola Superior de Hotelaria e Turismo do Estoril ISBN 978-989-20-6070-5

(3)

Introduction

The International Research Forum on Guided Tours had its roots in Sweden back in 2009 and every two years it has been bringing together different actors within the scope of Guided Tours.

From academic to practical perspectives, each Forum has been rewarding its participants in intercultural, intellectual and professional terms. Bearing in mind that common aim, after the meetings in Sweden, the UK and the Netherlands, in 2015 the IRFGT headed southwest to Portugal. In Estoril, delegates were welcomed around springtime, from the 18th to the 21st March.

ESHTE & IRFGT 2015

Created in 1991 the Estoril Higher Institute for Tourism and Hotel Studies (Escola Superior de Hotelaria e Turismo do Estoril - ESHTE) is a public higher education institution under the aegis of the Ministry of Education. In 2015, ESHTE had about 2,000 students.

ESHTE offers five different graduate degrees: 1. Tourism Information

2. Tourism Management

3. Leisure Management and Tourism Entertainment 4. Hotel Management

5. Cookery and Food Production.

Besides ESHTE also offers Masters and PhD programs in collaboration with national and international counterparts.

This higher institute also maintains cooperation protocols with fellow institutions from Europe (Erasmus program), the United States, Brazil, Macao, Africa and East Timor partners.

ESHTE has been training Tour Guides since 1992. Therefore, it seemed proper to host the 4th edition of the IRFGT, not only as a means to invite other European professionals a d esea he s to the eeti g s de ates, ut also to form new alliances with more world-wide counterparts. Therefore, the IRFGT 2015 organizing committee was formed by:

Miguel Brito - Coordinator/ESHTE Carla Braga - Coordinator/ESHTE

(5)

Cristina Carvalho - ESHTE

Dineke Koerts - NHTV, Breda, The Netherlands

Gabriela Carvalho - ESHTE

Mikael Jonasson – Halmstad University, Sweden

Phil Smith – University of Plymouth, UK Rosângela Baptista (for the PR and Events Office)

Vincent Zammit – Institute of Tourism Studies, Malta

Guided Tours

In recent years, the rapid development of tourism, both globally and on a national and local scale, changed the traditional ways of doing tourism and the needs of tourists. Once changed the expectations of consumers and consequently the demand, supply must immediately adapt to the new reality. On the one hand, the notion of heritage was widened (natural, environmental, cultural, artistic and immaterial), which requires greater preparation of tourist information professionals as interpreters about the different types of heritage. On the other hand, the emergence of new information technologies, the fast changing of the products and attractions offered to the tourists requires that other tasks have to be assumed in the case of tour guides.

Among the roles of guides, some should be underlined as becoming increasingly relevant: interpretation, heritage safeguard and control, the protection of tourists and of the host community, mediation and conflict management, and the control and lead of the group of tourists. Less important are considered the roles of animator (whose specific characteristics should be refocused) and pathfinder.

Also less important is becoming the plain informative role due to the large use of new technologies by the tourists - any tourist has access to the means of geographic information and guidance by GPS, as well as technological media, such as the Internet, mobile phones, I-phones, podcasts, audio guides and MP3.

Therefore, the roles of communication/interpretation (as psycho-social roles that encourage change in values), mediation (avoiding misunderstandings and conflicts), leadership (especially in the sphere of safety and security), sustainability (as manager and protector of resources) and education (from an intercultural perspective) are gaining more impact.

(6)

Bearing these reflections in mind, IRFGT invited professionals, students, researchers and academics in general to submit papers focusing on the «Here/There», «Today/Tomorrow», «You/I», «Human/Technological» facets of tour guiding and guided tours. The themes of the forum focused on sustainability, tour guides empowerment, destination promotion, interpretation and innovation in guided tours.

Scientific Committee

Branislav Rabotic Cândida Cadavez Cristina Carvalho Dineke Koerts Fernando João Moreira

Francisco Silva Isilda Leitão

João Reis

Miguel Brito Mikael Jonasson

Nuno Gustavo Phill Smith Raul Filipe Reidar J. Mykletun

(7)

Abstracts & Full Papers Availability

40 abstracts and 7 selected papers are published online in the present I‘FGT ebook". The IRFGT 2015 electronic book of the conference is available in the RCAAP portal. The book is also available through various research tools such as B-ON (http://b-on.pt); GOOGLE SCHOLAR (http://scholar.google.pt/); DRIVER SEARCH PORTAL (http://search.driver.research-infrastructures.eu/).

Sessions

Session 1 – Sustainability of Guided Tours...5

Session 2 – Education and Training...8

Session 3 –Tou Guides Qualifi atio ...11

Session 4 –Tou ist Guides Ce tifi ation and Concerns...13

Session 5 –E olutio of The Tou ist s P ofile a d De a d...16

Session 6 – New Technologies in Guided Tours...20

Session 7 – Heritage Interpretation and Communication...23

Session 8 – The Value of Natural and Cultural Landscape...27

Session 9 – Alternative Tours...31

(8)

ABSTRACTS

Session 1 - Sustainability of Guided Tours

A barrier free guided tourism for people with an intellectual disability

Mikael Jonasson Mikael.Jonasson@hh.se

Keywords: barrier free tourism, intellectual disability, target groups, images and texts

People with disabilities and older persons are becoming a growing group of consumers of travel, sports, and other leisure-oriented products and services. The tourism industry is increasing awareness on individuals with physical disabilities, although a lot needs to be done in order to better meet customer demands in terms of policies, training staff and strategies for promotion (Buhalis & Ambrose, 2011; 2012). What has not yet been investigated is the preparedness for the tourism industry to prepare for individuals with intellectual disabilities. The aim of this paper is to present the results from a survey among travel agencies web pages, answering the question of how they present tourism from a perspective regarding tourists with intellectual disabilities.

Tour Guides and Destination Image: Evidence from Portugal Alexandra Matos Pereira alexandrammatospereira@gmail.com

Keywords: tour guide, performance, tourist satisfaction, tourist experience, destination image

(9)

Empowerment and Sustainability

in Community-based Tourism Narratives and Practices: Giving a Voice to Local Communities in Tour Guiding

Ana Gonçalves ana.goncalves@eshte.pt

Keywords: community-based tourism, guided tours, empowerment, sustainability

Tourism is a highly institutionalised sector in which service providers establish hegemonic relations of power and dependency among themselves, whereas host communities have limited participation in tourism policy planning and decision-making processes, only benefitting from their trickle-down effect, a condition that has intensified the host-tou ist di ide. To ou te this top-do app oa h to tou is , community-based tourism seeks to give a voice to local communities that use their social capital (Bourdieu, 1986) in the construction and representation of their own pluralistic narratives for tourists, thus having an active participatory role in tourism practices. This empowerment of local communities generates a greater sense of place and belonging that contributes to the positive promotion of the destination and to increasingly sought-after alternative forms of tourism.

(10)

The relationship of tour operators with tour guides in performing their professions

̧ükrü Yar a , Gurel Ceti

yarcan@superonline.com, grlctn2@gmail.com

Keywords: tour guide, tour operators, handling agencies, travel trade, package tours.

(11)

Session 2 - Education and Training

Alternative Tours and the preparation of future Tourist Guides Vincent Zammit

vincent.zammit@gov.mt

Keywords: training, alternative tours, creativity, authenticity

Generally speaking tours on offer are the usual run of the mill tours. They are packaged, have been tested, and sell. The increase in more educated travellers has resulted in more and more visitors opting to experience a different kind of tour. The lure of the low budget airlines have also increased the amount of visitors to locations where one can dedicate a number of days to cultural visits. This is an opportunity for alternative tours to be planned and offered by the authorities. Meanwhile the problems of tours organised by independent tourist guides crops up. Large agencies offer the usual well tried tours, where in all probability places are too crowded. Very few individual and independent tours are on offer. Yet this is the opportunity to offer an alternative route and diverse locations, thus providing a more authentic look into the everyday life of the locality.

The need to empower future tourist guides is now felt to be of greater importance than ever. There is the need to have them empowered with the necessary tools to upgrade their own offers. In Malta, this is being achieved by having the students know the main sites, become familiar with the main sites, and then discover and create their own alternative tours to the same areas.

The main focus of my paper is a look at what is on offer and the way that the training takes into consideration the preparation of future tourist guides, how to offer alternative routes and tours, the different themes that can be offered and encourage their creativity.

Tourist Guidi g as a Ne Course i Higher Touris Edu atio : The Case of College of Tourism in Belgrade

Branislav Rabotic rabotic@eunet.rs

Keywords: tourism, tour guiding, education and training, College of Tourism

(12)

testing. Apart from specially organized courses where applicants get basic practical knowledge on tour guiding, there are also examples of 2-4 year long education at special tour guiding departments or study programs of the existing tourism colleges and universities (Turkey, Egypt, Latvia, Malta, etc.). On the other hand, the topic of tour guiding as a distinct tourism activity is not sufficiently represented in the curricula designed and offered by vocational and academic institutions where future planners, managers, organizers and similar tourism professionals are educated. As a result, tourism stakeholders, such as government and quasi-governmental tourism organization, destination management and marketing agencies, tour operators, travel agents, tourist attraction managements and the like, would not be able to display a deeper understanding of the roles of tour guiding, the way of its operation and practical problems. This paper analyzes the case of the College of Tourism in Belgrade, which, for almost half a century, has been educating economists for tourism. The curriculum has recently been enriched by an elective course named "Tourist guiding" which students can decide to follow in the third year of study. The experience with the first generation of students who attended the newly established course has proved that its inclusion in the curriculum is a welcoming and successful move, which might be considered by other higher educational institutions for tourism.

Portuguese Guides’ Edu ation and Training The case of ESHTE

Carla Braga Carla.braga@eshte.pt

Keywords: tour guides, education, training

Tourism is one of the main activities in Portugal, where many foreign visitors choose Cultural and Landscape Touring. Many touring visitors who visit Portugal ask for a professional Tour Guide. Tour guides have an extremely important role, leading the isito s to k o the ou t th ough the guides e es, o ds, k o ledge, edu atio , culture and behavior. Therefore, the training for the future tour guides is essential, including many subjects about culture, intercultural communication, foreign languages, natural heritage, but also professional practice of guiding, assistance during tours and many subjects that will allow the future guides to learn how to deal with the situations of a tour guide daily life.

Due to new technologies, tour guides have new challenges in their work and the training of tour guides should adapt to this new reality. Every year the guides edu atio

(13)

about the education provided in ESHTE will also be presented.

The importance of Tour Guides in Sacred Spaces: The case study of Montserrat Monastery

Silvia Aulet Serrallonga, Dolors Vidal Casellas, Neus Crous silvia.aulet@udg.edu,dolors.vidal@udg.edu, neus.crous@udg.edu

Keywords: religious tourism, sacred spaces, Catalonia, heritage interpretation, tour guides training

Sacred spaces attract visitors with different motivations. On the basis of sacred spaces McGettigan (2003) presents the relationship between cultural, religious and spiritual tourism. Both, pilgrims and tourists have in religious and sacred spaces an attitude of reverence and respect and seek to have transcendent experience.

But, in sacred spaces we can also find cultural tourists, spiritual tourists and eco-tourists, among others. If space is common in all these types, what differentiates them is motivation and behaviour of tourists in these areas. The presence of visitors in sacred spaces leads to new forms of exchange and interaction between religion and the tourist motivations.

This leads to different expectations of the visit, different needs and, sometimes, to conflicts. Authors like Schakley (2001) suggest that the way to manage all these motivations trying to minimize negative impacts and conflicts is through information. And guided tours are a key element that can help these places and at the same time can highlight religious, spiritual and cultural values.

The sanctuary of Montserrat, with about 2,5 million visitors per year, is the second most visited place of religious tourism in Catalonia after the Sagrada Familia. This is a complex religious tourism place because it includes the shrine but also a monastery, a museum, a Natural Park and a complex with numerous services (restaurants, shops and hotels).

(14)

Session 3 - Tour Guides' Qualification

An Examination of the Impact of Communication Competencies and Personality Traits on Tourist Guides’ Li elihood

Dawood Sulaiman Al Jahwari, Ercan Sirakaya-Turk, Canan Tanrisever Bastemur aljahwad@mailbox.sc.edu, ercan@hrsm.sc.edu, cebastemur@kastamonu.edu.tr

Keywords: tour guides, communication competencies, big five personality

Effective communication is one of many skills professional tour guides need to possess to effectively perform their jobs. Since tour guides act as the first point of contact and may be the only source of initial information for visitors, their communication skills and personality types can not only impact how the visitors feel when they leave the destination but also tour guides o li elihood. The pu pose of this stud as to explain the extent to which communication competencies and personality types i flue e tou guides pe fo a es, as easu ed t o li elihood i di ato s su h as earned tips and overall income. Data were collected from a sample of 326 professional tour guides via self-report survey. Factor analysis delineated underlying domains of communication competencies that were later used as independent variables in multivariate and multinomial logistic regression models. The study results suggest that verbal and non-verbal communication competencies including language abilities, friendliness, poise, and attentiveness, play a role in predicting tips earned. In addition, the present research has found that three of the Big Five personality traits (agreeableness, conscientiousness, and intellect and openness) are useful predictors of tips and general income. Theoretical and practical implications are discussed within the realm of Behavioral Communication Competence and Big Five Personality Traits.

Innovative Aspects of Guided Tours Malin Zillinger, Jane Widtfeldt Meged Malin.zillinger@ism.lu.se, janewm@ruc.dk

Keywords: guiding, innovation, literature review, place, time

(15)

guided tours, although they all aim at learning something about the location where they take place, can alter their shape, content and audience depending on the circumstance in which they take place. In order to understand these processes, we aim to study the literature on guided tours from an innovation perspective. By this means, we can understand the developments in guided tours from a theoretical perspective. Innovations have for a long time been studied within product development, but have for the last years been examined within service studies also. We therefore aim to study a range of publications on guided tours and to focus on how they have changed through time, but also according to place. Coming from a social science background, we not only treat innovation as something connected to technical development, but see it as a form of development that can take many shapes, including organizational and process innovation. This is the first of a contemplated two-step research study, in which we later aim to study an empirical selection of guided tours, understood from an innovation perspective.

Cross-cultural Communication

and Foreign Language-speaking Guiding Services Kun Yang

yangkun1971@sina.com

Keywords: guiding services; sino-western cultural differences; cross cultural communication

(16)

Session 4 - Tour Guides' Certification and Concerns

Tour Guiding Certification, Quo Vadis? Conflict of Roles Yalcin Arslansturk

arslanturk@gazi.edu.tr

Keywords: tour guiding education, tour guiding certification, tour guiding qualification, tourism education, Turkey

The main objective of this paper is to ignite a discussion on the challenges in tour guide training dilemmas as well as reviewing the tour guide training paradigm with specific reference to Turkey. Also named as interpreters, cultural representatives, cultural brokers, pathfinders and mediators from different perspectives, tour guides have their righteous position in nearly all tourism systems. Turkey, a country boasting about rich cultural heritage, is technically faced with a three-fold tour guide education structure; which is practised at two- ea asso iate s deg ee p og a s, u de g aduate p og a s and finally certificate programs, which take 700 hours, offered by the National Union of Tou ist Guides Cha e s. At the e d of the ea h p og a , pa ti ipa ts a e e titled to be a licensed tour guide, which sparks a fierce debate on who holds the authority. What s o e, ot ithsta di g the fa t that tou guidi g is offered at tertiary education level, which is governed by the Higher Education Council, National Union of Tourist Guides Cha e , a t ade asso iatio , at the legal le el assu es the espo si ilit o legislation procedures ranging from tour guiding regulations to curriculum design, where the conflict gets deeper and deeper. Touching on some global tour guiding education systems, this paper sets out to shed some light on the challenges and issues on tour guiding with specific reference to Turkey and seeks an answer to the question of whether an internationally-adopted curriculum framework is feasible.

Tourist guides’ o er s - four European examples Reidar J. Mykletun , Ester Pereira reidar.j.mykletun@uis.no, esterp131@aol.com

Keywords: work organisation, working conditions, work-related challenges, innovation, training, quality assurance

(17)

training. Such issues ARE explored in the present study through focus group interviews in Barcelona, Budapest, Malta, and Stavanger. Participants were guides, guide trainers, tour organisers, and destination managers. Each focus group lasted for 2 – 3 hours, and the group members should be prepared to share their opinion about tourist guiding with regards to a) selection, training, and quality assurance; b) types of experiences that guides facilitated for tourists; c) how controversial issues were handled; d) new technologies in relation to guiding; e) needs for innovation in guiding; and f) other challenges in the guiding business. The discussions were recorded and transcribed and transcripts analysed. The 12 inter-related topics that emerged were analyzed and are the focus of the study. (1) Conditions for guiding varied between countries and places; Guide li e si g as alled fo , ut ofte i effe ti e if i stalled; ‘ole of guides national organizations was weak; 4) Guide training varied greatly in structures and content and needs updating; 5) Further education and quality assurance varied and was called for; 6) New technologies were useful for guides but cannot fully replace them; 7) Innovations in products and techniques were needed; 8) Sensitive topics were omitted if possible; 9) Sustainability was generally not emphasized; 10) Experience creation through guiding might be improved; 11) Awareness of interculturality were present but not fully used; and 12) The guide profession faced an extensive list of challenges). In conclusion, guiding as a profession has a great future if supported by appropriate training and improved working conditions. (The study was part of Innoguide: Innovation in LLL Tourist Guide Training, Tourist Guides as Partners for a Sustainable, Diverse, and Exciting Europe, WP2; Project No. 510487- LLP-1-2010-BE-LEONARDO-LMP).

Significance of tourist guides and problems existing in tour guiding, evidence from Jordan

Abdelkader Abaneh Kaderabab@yahoo.com

Keywords: tourist guides, challenges, seasonality, work environment, physical and social problems, Jordan

(18)

(19)

Session 5 - Evolution of the Tourist's Profile and Demand

From Facts & History to Storytelling & Experiences Barbara Nascimento

nascimento.ba.pt@gmail.com

Keywords: storytelling, authenticity, branding, experiences, communication

Portugal is filled with history, surrounded by monuments that reveal its spirit of conquers overseas. For a tourist guide is easy to be led by facts, dates, following a script of information. As differentiation is getting more and more difficult between companies, services or destinations, storytelling has become a powerful tool of branding.

Storytelling used as a communication tool helps companies to connect with customers. A good story can create emotions and feelings on the consumer. With narrative techniques adapted to target each audience, the storyteller can evoke memories. The authenticity of the story can determine the way people bond with it. A good story needs believable basic facts but can incorporate myths or fantasy elements.

On average, 500 tourists visit Cascais per day. First stop at Boca do Inferno (Mouth of Hell) ending in the Vila (town centre) I could say that just a few guides would tell the legend behind the name Boca do Inferno or the origin of the name Cascais. Details around the landscape can help the viewer to capture and remember the moment.

Experiences such as gastronomic tasting, medieval fairs, handcraft workshops, and rural activities are getting more requested and can determine the success of a trip.

A local guide that shares his or her own experiences and life stories around the tour creates a positive connection and trust.

Stories sufficiently unique are more difficult for others to copy.

It is undoubtable that the role of the guide is changing, getting less formal to become part of a story, stimulating the imagination and amusing the tourists.

(20)

Writers’ House-Museums and Foundations, in Portugal,

and Literary-Gastronomic Tour Routes: The possible role of the Tour Guide Isilda Leitão

Isilda.leitao@eshte.pt

Keywords: writers` house-museums and foundations, literature, art, gastronomy, tour guide

Literature, along with the Arts, presents territories (whether real or imaginary) that may tu i to desti atio s also att a ti e to gast o o i tou is . E e si e Plato s The Banquet, in more philosophic terms, through to the Literature of the 21st century, places, atmospheres, times, differentiated gastronomic products and gastronomies in general have proven the subject matter for reflection on by writers and artists.

In the Portuguese case, tourism products and services related to Literature and Gastronomy have been launched, as is the case with some Literature routes as well as so e Fou datio s a d W ite s House Museu s. Ho e e , e ould o side the have failed to gain their due level of impact and profile both nationally and internationally.

In addition to some efforts already undertaken, we would propose far greater investment, internally and externally, in promoting Portuguese gastronomy as a tourism product associated with Literature. The role of the Tour Guide in this promotion can be of vital importance.

Hence, we first set out a brief approach to the interrelationship between Literature, Arts and Gastronomy, secondly highlighting some of the most significant examples in terms of the range of products and/or menus based on gastronomic-literary references in regions or in House-Museums and Writers `s Foundations.

(21)

A Leading Tour Guide in Turkey in the Early 20th Century: The Fisherman of Halicarnassus

Aysel Yilmaz, Duygu Yetgin, Nazmi Kozak

aysely@anadolu.edu.tr, dyetgin@anadolu.edu.tr, nkozak@anadolu.edu.tr

Keywords: The Fisherman of Halicarnassus, tour guide, oral history study, Anatolia, Turkey

Ce at ̧aki Ka aagaçlı as a leadi g Tu kish ite of o els a d sho t sto ies, as ell as being considered as a leading guide. He lived in Istanbul, Bodrum and Izmir between 1890- ea s. Ka aagaçlı, k o as The Fishe a of Hali a assus , e olled i to the O fo d U i e sit a d got a a helo s deg ee of Ne Ce tu ies Histo Depa t e t. Ka aaga lı as o i to a p o i e t Otto a fa il a d his fathe , ̧aki Pasha, as a governor and that enabled him to receive a good education, travel many countries and be able to fluently speak many languages. He was known with his intellectual way of thinking, and during his academic life in UK. He decided to promote and introduce many aspects of Anatolia in Europe by performing a work in many libraries and most famous museums in Europe. He guided many politicians, authors and scientists who were visiting Turkey and he undertook the mission of enlightening them about Turkey himself. In the 1960s, he started to train candidate guides and gave education in guidance courses. The aim of this study is to emphasize contributions of The Fisherman of Halicarnassus, who is known as litterateur, author and traveller, to introduction of the Anatolia and underline the importance of these contributions for the profession of guide. In this study, the diversity among the tourist guiding esulted f o Ka aaga lı s intellectual approach and its unique aspects are discussed. This study was prepared within the scope of currently lasting Oral History Research of Tourism in Turkey. The procedure of this study depends on oral history interview and secondary sources were also utilized. The results gained from this study reflect that he with his knowledge is one of the pioneers for the profession of guide in Turkey and has a major role in discovering and introducing the historical and cultural heritage of Anatolia.

Innoguide Petra Huyst, Iva Silla

petra.huyst@toerismevlaanderen.be, info@secret-zagreb.com

Keywords: Innoguide, e-learning, guide trainers, guide organisations, education

(22)

diverse and exciting Europe! Stimulating innovation and entrepreneurship in the field of guidi g. i fu the te t: I oguide . . The latte is a t o-year project, part of Erasmus+ funding programme. It acts on various levels, addressing tour guides, guide trainers and guide organizations.

This paper brings an overview of the two projects and their goals. It shares the results of a comparative study of guide training programs in eight European countries. Furthermore, it includes a presentation of the open source Innoguide e-learning platform, which is currently being updated with more ready-made materials for guide-trainers. Based on the aforementioned study, the e-learning platform includes free teaching materials for significant topics that are often left out of national guide-training programmes: sustainability, interculturality and experiential guiding. Innoguide 2.0 introduces practical workshops for guide trainers.

Innoguide 2.0 develops helpful instruments for self-scan of guide organisations to help them raise awareness for the three main topics of the online platform.

(23)

Session 6 - New Technologies in Guided Tours

Lisbon (E)Motions: A Survey on the Experiences of Group Travelling Tourists Based on the Information Given by their Guides

Miguel Brito, Luca Zarrilli, Marianna Cappucci

miguel.brito@eshte.pt, lucazarrilli@iol.it, cappucci@libero.it

Keywords: Lisbon, questionnaire, guided tours, quality of life, perception

Tourists recently awarded Lisbon as the best city break destination in Europe. This article analyses the types of experiences tourists have travelling in the city of Lisbon when they are advised by their guides about what to do or visit. The research method is the questionnaire, aimed at investigating the choices of tourists in the area of mobility, their perception of the quality of life and their level of appreciation of neighbourhoods, landmarks and infrastructures. Conclusions state that there is an obvious link between the quality of life and the quality of the tourist experience but it is difficult to measure it. Through this questionnaire, we hope to have made a small contribution to the understanding of the perceptive sphere of the tourist and his choices in terms of behaviour, which are an essential element of any strategy for tourism marketing.

The accessible tourism in Lisbon as a halle ge for the art of tourist guidi g

Ilidia Carvalho ilidiacarvalho@gmail.com

Keywords: tourism, accessibility, accessible tourism, human barriers, tourist-guide

Accessible tourism is an increasing reality today. People with special needs are travelling all over the world, thanks to the last developments at technological level but mainly because of the changing of mentalities about impairment. This important changings that can be found in several aspects of our society, result from the passage from a medical to a social model that allowed to understand better the wishes and needs of these people.

Tourism destinations have to be prepared to receive this new kind of tourism and the required adaptations must concern not only the physical barriers but also the human ones, which sometimes are much more difficult to identify.

(24)

human diversity concernig those tourists to be able to answer to all their needs in a correct way.

Tourist guides are some of the most important professionals on dealing with accessible tourism and their performance can be of extreme importance for the success of a travel experience.

To be able to guide a group when there is someone travelling with a wheel chair can be a challenge and requires some sensitivity and knowledge not only about special needs of the visitors but also about the real accessibility conditions of the places that are going to be visited.

Based on the professional experience of the author, several interviews to tourists and day visitors and the results of a focus group with 8 tourist guides working in Lisbon, this paper pretends to give some answers about what visitors with a wheel chair expect from a tourist guide and how these are suppose to behave in such a situation.

The path of Ca i hos da História Marisa de Brito, Eunice Lopes, Cecília Rosa

brito.m@nhtv.nl

Keywords: case study, tour operator, marketing and promotion, cultural heritage

In this article we bring insights based o a ase stud Ca i hos da Histó ia – a small tour operator company offering guided tours in the city of Tomar, in Portugal, and its region.

The city of Tomar is home of the UNESCO World Heritage Convent of Christ – and Ca i hos da Histó ia offe s tou s to e plo e the ultu e a d histo of the Te pla s Order, offering therefore several packages of single or multiple days, including the Knights Templar Experience. These packages are available for the domestic tourists in Portuguese but also for the international market in several languages.

The methodology approach is a single case study. Secondary data was collected via (online) documents relatively to the small enterprise and primary data through an interview and direct input of the co-owners of the enterprise, as well as testimonials from consumers.

(25)

(digital) marketing, as well as of qualification and certification and the importance of partnerships in empowering tour operators.

This study brings forward insights useful for small tours operators. We extract the key lesso s of Ca i hos da Histó ia i e te i g the a ket a d keepi g afloat hile enhancing the quality of the product and of the services offered.

Additional Programs to Formal and Non-formal Tour Guide Education in Turkey: Specialized Certification Programs

Duygu Yetgin, Aysel Yilmaz

dyetgin@anadolu.edu.tr, aysely@anadolu.edu.tr

Keywords: tour guide, tour guide education, specialized certification, professional associations, Turkey

(26)

Session 7 - Heritage Interpretation and Communication

Butler’s Desti atio Life Cy le Model Applied to Estoril: Proposition of a Walking Tour

Cristina Carvalho cristina.carvalho@eshte.pt

Keywords: Estoril, alki g tou , Butle s Model, tou guidi g

Estoril name resounds across Europe bearing a refined connotation similar to the glamour of Monaco, Cannes, and Biarritz. As a tour guide and a professor at the local Higher Institute for Tourism (ESHTE), this proposition has been partially accomplished ith Tou is I fo atio stude ts, so the futu e p ofessio als a u eil the eso t s timeless appeal.

This half-da alki g tou e alls Butle s Desti atio Life C le s theo eti al odel. After providing rece t data o the eso t s tou ist sta i a, o e shall i t odu e a fe surprises in 6 steps: (1) Exploration starts at the seaside, where Chalets Barros and Ta a iz e all the late s li ati oti atio s, alo gside the o ea s s e t a d the seagulls so gs, with the guide holding a parasol to protect the skin; (2) Involvement will e e alled at “t. A tho s hu h, hile tou hi g the a the s Ba o ue glazed tiles; skippi g to the Esto il s Pa k e ill a tuall eet M . Fausto Figuei edo, the entrepreneur portrayed at the bronze statue, for Development was linked to the resort he planned and the companies he founded. Holding the blueprints, he shall describe his dream-like vision, while we will actually behold the existing structures; (4) the visit then p o eeds to a ds the E iles Museu ith efe e es to the eso t s Co solidatio stage linked to crowned leaders here exiled in the 1940s/50s; (5) climbing down the Museu s stai a s ea i g a la k t e h oat ill suggest the “tag atio de ades that ensued, but back on the street the smiling guide takes the garment off, speaks of (6) Rejuvenation, and leads the group to admire the recent Congress and Wellness centres built on sustainable materials.

(27)

The Summer Palace, Beijing: Interpretation and National Identity

Dineke Koerts koerts.m@nhtv.nl

Keywords: China, national image, the Summer Palace, interpretation, patriotism Introduction

Chinese tour guides have recently been the focus of various studies (Xu, Cui, Ballantyne, & Packer, 2013; Kong, 2012; Dioko, Harrill & Cardon, 2010; Huang & Weiler, 2010; Yang & Chen, 2009) but what they actually communicate to English speaking tourists at major tourist sites and how their stories compare to other interpretive media remains unclear. This paper aims to lift a corner of the veil by analysing the content of four types of English language interpretation at the Summer Palace, Beijing. These are the on-site sig s; the ele t o i guide o audio tou ; a p i ted o hu e sold at the ti ket ooth; and the narratives of four tour guides.

Method

The information was collected between in 2013 and 2014. The research was conducted from a qualitative perspective. Its aim was to explore and describe (Neuman, 2011) the o te t of a ati es p odu ed at the “u e Pala e agai st the a kd op of Chi a s quest for a viable national image. Preferred Chinese ideas of what China is and stands for are not only communicated abroad. At home, heritage sites are powerful locations fo disse i ati g u e t state ideolog i hi h pat iotis , otio s of a ha o ious so iet a d ommunist values all mix and mingle (Breslin, 2011; Wang, 2011; Callahan, 2012; Hill, 2012). An inductive method was used. From the gathered data recurring concepts and themes were distilled and analysed to reveal the extent to which a ati es o pat iotis , ha o ious so iet a d/o othe ideas a e o u i ated to English speaking visitors at the Summer Palace.

Findings

All forms of interpretation, including the interpretation delivered by tour guides, seem to be based on a cognitive approach in which fa ts , dates a d u e s a e ke ingredients: when a structure was built, by whom, how it was named and renamed.

(28)

richest man- ade s e e a d ost o e t ated a hite tu e i the o ld ?

Most importantly, the Summer Palace is a location for fostering patriotism by appealing to anti-Western sentiments. This immense complex of gardens, lakes, pavilions, eside tial ua te s, a d e e a Weste a ea ith pala es a d fou tai s i Italia baroque style (Broudehoux, 2004; Chan, 1992) was constructed during the Qing dynasty (1644 - 1911) and destroyed by Anglo-French troops in 1860. Virtually every on-site sign e tio s this a t of ultu al a dalis ‘i g a , : the Lo g Co ido as . . . rebuilt in 1886 after Anglo-F e h fo es u t it do i ; the Gate To e of Cloud-‘etai i g Ea es did ot su ive the ravages of the Anglo- French Allied Forces in ; the Hall fo Liste i g to O ioles as u ed do the A glo-French Allied Forces in 1860 . . . , and so on.

The various interpretative media do not really move beyond driving home the fact that the Palace was destroyed in 1860; they do not supply any context at all. We do not gain an insight into all the treasures that were lost or why the Palace was destroyed. Here tour guides could easily make a difference by adding stories or background information to evoke some emotion but this was not observed in the cases studied. Although friendly and knowledgeable, the kind and quantity of information delivered was very much in alignment with the other three interpretive media.

Concluding remarks

Although the Communist Party obviously wants to rally support for its patriotic policies and possibly gain sympathy from Western visitors by making the burning and looting of the Summer Palace in 1860 a key interpretive feature here, this does not really seem successful. In fact, the current interpretation is quite limited and one-dimension. It does ot help the isito to u de sta d, feel, a d eli e the he itage De ‘ojas & Ca a e o, , p. a d fails to esta lish a dialogue et ee i te atio al tourists and Chi ese ultu e Ai, , p. .

House museums:

From personal to collective memory Maria José Pires

maria.pires@eshte.pt

Keywords: house museums, heritage, authenticity, representation

(29)

personal choices of their inhabitants, they entail the religious, educational, and social atmosphere of the time. Accordingly, such house museums bring about scientific and didactic values that are frequently in evidence when promoting these spaces of everyday life, which allow for a direct experience of a carefully preserved heritage.

Responding to a growing demand for authenticity, house museums enclose essential features of memory, values and identity, besides the awareness for the relevance of artistic, ethnographic and cultural heritage of a certain moment in time. Bearing in mind that the true essence of these spaces brings together a need to present a direct narrative to the visitor and the preservation of such narratives, it becomes a challenge to celebrate spaces where the private becomes public. To illustrate this challenge, we have chosen Number 29, Georgian House Museum in Dublin. The visitor is greeted by Mrs. Olivia Beatty, the first occupant of Number 29 Lower Fitzwilliam Street. She introduces the fortunate who lived with her in this elegant townhouse and the less fortunate who worked for the family, inviting the visitor to experience what life was like at the turning of the nineteenth century. Run as a museum of Dublin home life for the period 1790 to 1820, the visitor is guided from the basement to the attic through what is well thought-out as a unique collection of artifacts and works of art of the time. Thus, the large windows are now more of an invitation than a mere display of stateliness...

Tour Guides a d Tilde ’s Pri iples for the "Art of I terpretatio

Francisco Gonçalves fjgoncalves@ipca.pt

Keywords: guides; tours; information; interpretation; tourism

This pape ai s at fi di g out ho u h the Tilde s si p i iples fo the a t of interpretation benefit the tour guides profession. With this purpose, it was carried out a detailed reading on the existing literature about heritage interpretation and tour guides.

Results suggest that the art of interpretation adds value to the tourism industry. Furthermore, it produces benefits for the local communities and provides unique and memorable experiences to tourists.

(30)

Session 8 - The Value of Natural and Cultural Landscape

Green Capital – Green Spaces David Smith

info@treasuremind.org

Keywords: green capital, community, technology, outreach, sustainability

In his paper Old Voi es, Ne Platfo s at I‘FGT , Da id “ ith i t odu ed the “edi e t p oje t; a se ies of GP“ e a led alks set i B istol s Vi to ia Pa k.

In 2015 Bristol will be the first British city to hold the accolade of European Green Capital. B istol s public parks and green spaces helped the city to win the Green Capital title on the basis of their number, strength and variety.

During 2015, the University of the West of England has organised a programme of work et ee the u i e sit s stude ts a d esea he s, a d the it s pa ks g oups. These events aim to raise awareness of Bristol's green spaces, their importance and multilayered roles in the city and to find more ways to join these green areas together in the public consciousness.

A series of web and locative media training sessions will be delivered by Smith and other faculty staff to enable parks volunteer groups to use digital tools to communicate to a wider public, both in, and beyond 2015.

Smith will also develop a new walk exploring the route of a 12th century water-pipe that u s th ough Vi to ia Pa k. This ill a t as o e of se e al “ho ase p oje ts to i spi e the pa ks olu tee -force in all areas of Bristol to develop similar outcomes for themselves.

The project will culminate in a city- ide digital ap of all of B istol s g ee spa es, which will be promoted directly to the visitor economy through Destination Bristol, the

it s tou is od .

(31)

The Importance of the Photographic Contents in Illustrated Monographs of Tourism Maria Mota Almeida, Pedro Aboim Borges mariamotal@gmail.com, paboim@gmail.com

Keywords: monographs; illustrated; heritage; cultural tourism; photography

It is common knowledge that illustrated monographs describing a specific place or monument help to show different angles or perspectives, to build a national identity or, in a lesser way, to serve high profit interests. It is our conscience that determines what we see and what we understand a specific place or monument. It goes the same way with every type of cultural heritage. It is our culture, education, environment and Weltanschauung that help us to consider several aspects of our world and its culture. The illust ated o og aphs a d guides et ee s a d s sho the u de li es of the future gaze that will endorse Cultural Tourism. We still view and accept the same photog aphi odels f o the s a d the s as the ai guideli es o a mainstream tourism flush. Should we accept this interpretation? Where eradicates this understanding of the definition of such monographs and guides? Do they identify our heritage in a credible way of sustainability?

Valuing the cultural landscape in integrated tourism products: from the cartography of landscape units to the drawing of interpretative itineraries

Andreia Pereira andreiaflup@gmail.com

Keywords: cultural landscape units, rural tourism, nature based tourism, integrated products; geo-cultural itinerary

There is a window of opportunity that must be explored: the conjunction of the global recognition of the importance of landscape quality with focus on multifunctionality and the promising growth prospects of rural and nature based tourism in Europe and, specifically, in Northern Portugal. Thereby, new perspectives are open to the development of an integrative approach to tourism offer, where cultural landscape may be valued as a cross-cutting resource.

(32)

destination.

This research aims to show how the acknowledgment of cultural landscape unities is as a crucial instrument for the conception of interpretative itineraries, presenting, as an example, a geo-cultural route for the Arga range.

Driven by the previous goals, this work addressed the following challenges:

a) Characterise the landscape mosaic of the study-area;

b) Complete the inventory of the natural, built and cultural heritage relevant for the landscape reading;

c) Identify the historical moments and processes that were crucial for landscape evolution;

d) Enlighten the role of agro-pastoral techniques in landscape shaping, which must be preserved as an eco-sociological heritage;

e) Conceive an itinerary capable of guiding the visitor through a comprehensive narrative of the territory, taking into account the specific characteristics and needs of tourism activity, considering the leisure and the economical points of view.

Despite the short-term growth potential of rural and nature-based tourism, their expansion may benefit from the development of a more integrated offer, widening the motivation spectrum. Heritage and cultural landscape touring may play a crucial role in the articulation of different tourism resources.

Functions Assessment of Tour Guides Roles in the Romanian Protected Areas

Hornoiu Remus Ion rhornoiu@yahoo.com

Tourism in protected areas is a significant form of ecotourism in Romania. Among the opportunities, in order to minimize the negative impacts of tourism in protected areas - pollution, waste, pressure on natural resources and damage to ecosystems - is the use of tour guides, who have remarkable roles in tourism in protected areas, helping not only to make the travel experience enjoyable, but also to modify and correct visitor behavior, towards environmental and social responsibility.

(33)

The proposed research field in this paper, aims to assess the level of importance of different functions of tour guides` roles in protected areas, which have the potential to contribute to the conservation of the natural areas where they operate by educating tourists through interpretation and modeling environmentally appropriate behaviors.

This work was financially supported through the project "Routes of academic excellence in doctoral and post- doctoral research - READ" co-financed through the European Social Fund, by Sectorial Operational Programme Human Resources Development

(34)

Session 9 - Alternative Tours

Can things be good tour guides? Polly Macpherson, Phil Smith

P.L.Macpherson@plymouth.ac.uk, mytho.smith@btopenworld.com

This pape add esses ho i a i ate o je ts ight ope ate as tou guides i a site of heritage tourism.

We will approach this question theoretically through the neo-vitalism of Jane Bennett ith he adaptatio s of Be gso ia ideas a d he ideas a out i a t atte : ho things have effective presence over and beyond the descriptions, reproductions and affects they generate in humans. We ask what might happen if one were to recruit such a presence into the role of a guide to the materiality, narratives and metaphors of a site.

We ha e app oa hed this uestio p a ti all eati g a tou guided o je ts that e all thi gs- ea i gs . The site of this tou is the ea l t e tieth Castle D ogo desig ed “i Ed i Lut e s the last astle to e uilt i E gla d , a Natio al T ust property in Devon (UK) and popular tourism venue. We describe the way that the objects were created in materials relevant to, or already found in, the building and how an accompanying map plays a way finding role in the tour. We describe how the objects were chosen, shaped, formed and assembled to interweave with narratives and metaphorical discourses already at work on the site or evoked in the map. We explain how, with the cooperation of the National Trust, the objects were then used in a series of experimental visits to the property and how these visits were monitored and assessed.

We will conclude by interrogating our findings from Castle Drogo, the results of a uestio ai e filled i those usi g the thi gs- ea i gs , a alysing how far the tour ep ese ted a ge ui e appli atio of the theo of i a t atte a d ill p opose where the experiment at Castle Drogo might be applicable to guiding practices at other sites of heritage tourism.

Psychogeographical counter-tour guiding: Theory and practice Alexander John Bridger

a.j.bridger@hud.ac.uk

(35)

counter-tour guiding that I have used in Manchester, Huddersfield and Leeds with groups such as the Huddersfield Psychogeography Network, the Loiterers Resistance Movement and the Leeds Psychogeography Group. My usage of psychogeography draws on the situationist practice of playful wandering without destination in order to: experientially make sense of and creatively engage in group dialogue about the changing form of towns and cities and to creatively consider what sort of societies we would really like. In doing this type of counter-tour guiding, I will explain how I conceptualise my approach as a psychogeographer, counter-tour guide and as a critical psychologist drawing on situationist theory, group psychotherapy and mobile methods research in psychology and geography. I also draw connection with other individual and groups doing similar adventures and journeys such as Walk Walk Walk, Wrights and Sites and also the Manchester Area Psychogeographic.

Alternative tours in Zagreb Iva Silla

info@secret-zagreb.com

Keywords: Zagreb, themed tours, destination management, alternative tours, city tour

Despite the fa t that )ag e is C oatia s apital a d a g o i g desti atio , it is ot the ost popula desti atio i C oatia, a d it s still o side ed to e a short-term-stay destination. This fact leaves its visitors with a very limited time to spend in the city. It is thus surprising to discover a large variety of alternative city tours available in Zagreb.

This paper points out the most successful alternative tours and searches for reasons behind the non-successful ones. Not all of the available tours actually attract visitors, especially foreign visitors. This brings us to a recently acknowledged fact, that in the last few years, city tours have started targeting local audience, and not just tourists.

Some of the alternative Zagreb tours have been co-financed by the local tourism board fo ea s. This p ese tatio a al zes the easo s ehi d the DMO s de isio to encourage the development of so many alternative tours by including them in their budgetary plans, and it is elated to the sustai a le de elop e t of the it s offe .

(36)

Literary Travel in the Full-day: Óbidos, Alcobaça, Nazaré, Batalha, Fátima

Vitor Ambrósio, Isilda Leitão

vitor.ambrosio@eshte.pt, isilda.leitao@eshte.pt

Keywords: literature, guided tours, enrichment of standard information

In many southern European countries, licensed tour guides have a degree from a tourism higher education institution. The curricula of these courses emphasize the knowledge of foreign languages, History, History of Art and Geography. Although Culture plays an important role in these curricula it is not focused on Literature (though it is mentioned as part of the national identity).

In general, we agree with these curricula contents. However, we believe that it is possible to go beyond the simple transmission of information about the visited sites. Reading literary passages from reputable authors can carry tourists to a different world –a o ld des i ed th ough the u i ue ite s e otio s.

The present pape s ase stud ill be based on a full day tour, with departure and return to Lisbon (Portugal), which includes the visit of five towns: Óbidos (a medieval town); Alcobaça Monastery (a religious complex of the Cistercian Order and World Heritage); Nazaré (a fishing village); Monastery of Batalha (a religious complex of the Order of St. Dominic and World Heritage); Fátima (a Marian international shrine).

(37)

Session 10 - From Interpretation to Fabrication

The Excellence of Guiding Cristina Leal

Cristina.marialeal@hotmail.com

Keywords: education, qualification improvement, certification success

Businesse today compromise with nothing less than excellence. Tourism is probably one of the most demanding categories in the hospitality sector, and among it, tourist guiding is a job of an enormous responsibility. Tourist guides are expected to carry out the programs they are given to the best of their ability, vouch for the competence of the employer of the moment and, ultimately and above all, represent their city/region and country. Tourist guides are not just people that speak foreign languages and are interested in meeting other people. Their profile is that of an interpreter of their own country heritage, though carefully and differentiations and varied points of view. Their work is, in the true sense of the word, of national cultural importance.

The recognition of tourist guides is therefore a priority, not just in matters of professional skills but, most strongly, concerning their continuous and laborious education. The certification of their investment is crucial for the working partners awareness of their input and effort on self-improvement. A certified tourist guide is the key to a successful partnership between tourist guides and their employers.

From Spiritual Guide to Virtual Pilgrimage:

The Impact of Modernization on Shikoku 88 Temples Pilgrimage in Japan Gérard D’Alto

gerard.dalto@gmail.com

Keywords: pilgrimage, virtual pilgrimage, Shikoku, Japan, spiritual guide

There is a long tradition of pilgrimages in Japan, particularly since the introduction of Buddhism in the 7th century. According to the Buddhist tradition, most of these pilg i ages used to e i ula ith a e tai u e of statio s he e pilg i s o ship the i age of Buddhist deities like Ka o i “aikoku ou a fi d so e hol pla es of Ka o o the fou de of a Buddhist ult like K̄ ̄ Daishi -835) in the 88 temples of Shikoku (Shikoku Henro).

(38)

the pilg i age e ui es ti e a d o e , that s h so e lo al us o pa ies of “hikoku ha e eated pa kage tou s us in the 1950s, which provide transport, accommodation and prayer. With the development of the bus tours appears the spiritual guide, sendatsu. The sendatsu, make sure that the scroll is stamped, check accommodation and explain the right way to do the pilgrimage ith o e t p a e a d eha io at the te ple, that s h the ole of spi itual guide e a e i po ta t a d it

as offi iall esta lished i the Asso iatio of Te ple ‘eij̄kai .

Since the Edo period, for more convenience some miniature replica (utsushi reijô) of this pilgrimage appears in all the country. Nowadays there are even more comfortable i tual pilg i ages hi h, of ou se, e ui e o spi itual guides. Will miniature and virtual pilgrimages mark the end of package tour and spiritual guides? I would like to present new forms of pilgrimages that replicate Shikoku Henro experience and discuss about the future of pilgrimages.

Cultural events and tourist services Management Model for Tour guiding Anna Trono, Angelo Corallo, Daniela Vestito, Marco Esposito

Anna.trono@unisalento.it, Nagelo.corallo@unisalento.it, danielavestito@gmail.com

The introduction of ICT in the tourism sector has generated profound changes in the competitive landscape, allowing overcoming the logic of pure preservation of cultural heritage, in favor of a more efficient action of cultural promotion. Innovation processes can be triggered by management practices, designed to support professionals, enabling: a) an integrated governance of resources and event in a local system; b) simplification and optimization of processes, services, production activities and cultural content distribution.

To that end, there is undoubtedly a need to develop an innovative methodology, useful to manage organizational and critical issues that could emerge during implementation phases of guided tours. This research aims to analyze opportunities that could be made to the tourism sector and to Intangible Cultural Heritage by the application of logics and principles of Business Process Management (BPM) and Product Lifecycle Management (PLM). The objective is to extrapolate a metamodel that provides guidance on how to structure the task force dedicated to organize tours and various events, overcoming the organizational issues that frequently affect the lifecycle of a cultural event or a tourism product. This approach would become very important for replicable events, providing a management information system with historical data for the benefit of future organizational and planning activities.

(39)

Pilg i age ‘outes , a iti e ary of cultural and spiritual interest that will link the countries of Central and South-Eastern Europe with Mediterranean countries. The objective is to emphasize and, above all, consolidate the centuries-old historic and cultural relationship between the various regions.

Fabrication: From Authenticity to Reality and Implications Yalcin Arslanturk

arslanturk@gazi.edu.tr

Keywords: tour guiding dynamics, tour guiding roles, fabrication, tour guides, tourism system

(40)

Selected Full Papers

(41)

Tour Guiding Certification:

Quo Vadis?

Conflict of Roles

Yalcin Arslanturk

Tourism Faculty, Department of Travel Management and Tour Guiding, Gazi University

Ankara, Turkey arslanturk@gazi.edu.tr

Abstract

The main objective of this paper is to ignite a discussion on the challenges in tour guide training dilemmas as well as reviewing the tour guide training paradigm with specific reference to Turkey.

Also named as interpreters, cultural representatives, cultural brokers, pathfinders and mediators from different perspectives, tour guides have their righteous position in nearly all tourism systems. Turkey, a country boasting about rich cultural heritage, is technically faced with a three-fold tour guide education structure, which is practised at (1) two- ea asso iate s deg ee p og a s, u de g aduate p og a s a d certificate programs, offered by the Natio al U io of Tou ist Guides Cha e s. At the end of each program, participants are entitled to be a licensed tour guide, which sparks a fie e de ate o ho holds the autho it . What s o e, ot ithsta di g the fa t that tour guiding is offered at tertiary education level, which is governed by the Higher Edu atio Cou il, Natio al U io of Tou ist Guides Cha e , a t ade asso iatio , at the legal level assumes the responsibility on legislation procedures ranging from tour guiding regulations to curriculum design, where the conflict gets deeper and deeper. Touching on some global tour guiding education systems, this paper sets out to shed some light on the challenges and issues on tour guiding with specific reference to Turkey and seeks an answer to the question of whether an internationally-adopted curriculum framework is feasible.

Keywords

tour guiding education, tour guiding certification, tour guiding qualification, tourism education, Turkey

Introduction

(42)

and largest sectors across the world. Notwithstanding economic turmoil, there has been a significant increase in the international arrivals in 1950, 1980, 1995, 2013 from 25m to 278m, 528m and 1087m, respectively (United Nations World Tourism Organization [UNWTO], 2014).

Coupled with the increase in the volume of the arrivals, it is no surprise that the number of people employed in tourism is also increasing. Considering the case of Turkey, according to a report by Mediterranean Tourist Hoteliers and Operators (2013) on major tourism figures in Turkey, the number of people directly employed in tourism in 1983, 1993, 2003 and 2013 was 218k, 574k, 847k and 1.298m. Although not listed in the top ten international receipt list (12th_{), Turkey holds the sixth place in the list of} international tourist arrivals (UNWTO; 2014). It is no more unfamiliar that tourism is of a labour-intensive nature, maybe the most. The very labour-intensive nature makes it mandatory that quality of tourism product is not necessarily related to the goods offered but the quality of service delivery, in which human interaction is indispensable. As Weier ai a d Biege put it The ualit of the tou is p odu t is the efo e not only dependent on the quality of the natural resources tourists ask for, but on the

ualit of the people o ki g i the tou is i dust p. .

Tour guiding is one of the cases in which human interaction reaches its peak. Hence, it will not be wrong to say that the quality perception of customers is directly affected by the composition of the guide and customer(s) interaction. Tour guide in this study is based on the definition by WFTGA (World Federation of Tourist Guide Associations), hi h sa s that [a tou ist guide is] a pe so ho guides isito s i the la guage of thei choice and interprets the cultural and natural heritage of an area which person normally possesses an area-specific qualification usually issued and/or recognised by the app op iate autho it .

(43)

Background

This part hosts tour guiding education and training structure in Turkey. Basically tour guiding education is operated at certificate program levels and higher education i stitutes, oth of hi h lead to e tified tou guides e og ized the Natio al Union of Tou ist Guides Cha e .

Certificate Programs

Considering the other alternatives for becoming a licenced tour guide, certificate programs are the fastest and to-the point programs, offering the chance for the potential candidates of tour guides to save a considerable amount of time. Technically speaki g, the e tifi ate p og a s a e held the Natio al U io of Tou ist Guides Cha e s upo the de a d the se to . The la o tou guidi g p ofessio as enacted in 2012 in Turkey and since then the Natio al U io of Tou ist Guides Chamber has the control over tour guiding profession across the country.

According to the content of the certificate programs, there are two options, regional and national level. In order to attend the certificate programs, candidates have to go through a 4-stage exam, which is comprised of general culture, foreign language written, foreign language oral, and finally an interview. Any candidate has to pass the four-stage exam in order to attend the certificate programs. As mentioned before, programs are held either at a national or regional level. A candidate attending a national level program is entitled to perform tour guiding in any one of the seven regions of Turkey subsequent to successful achievement of the program. In the case of a regional program, as its name suggests, one is entitled to work within the boundaries of one specific region.

National programs last 700 hours, while regional ones last 150 hours. The lectures offered range from ethics, archaeology to tourism sociology, in a total of 16 courses. Attending the courses does not necessarily guarantee candidates a certificate of completion, hence being a tour guide.

For national level certificate programs, the candidates have to go through two more steps, which are final exams for each subject taken and a 36-day trip across Turkey divided in two parts. In other words, candidates have to successfully finish the final exams and have to attend the 36-day trip across Turkey, after which they have to take an oral foreign language exam of their choice.